Local governments across China are rolling out a host of summer events, travel discounts, and new tourism products, as part of a national summer holiday cultural and tourism consumption campaign running from early July to late August.

China on Wednesday launched the campaign, with more than 450 million yuan (about 66 million U.S. dollars) worth of consumer vouchers to be distributed. Organized by the Ministry of Culture and Tourism, the campaign aims to improve the supply of seasonal tourism products and services and encourage people to enjoy travel during the summer holidays.

This summer, travelers will find a wider range of options, from mountain escapes and beach trips to family activities, museum visits, and local food experiences as more than 30,000 culture and tourism events are planned across the country.

Qinghai, which hosted the launch event, is promoting new scenic and self-drive routes that highlight its mountains, rivers, and cultural attractions.

"This summer, Qinghai is leveraging its plateau ecological advantages to build a distinctive brand around mountain climbing and snow mountain viewing. We are coordinating over 1,000 integrated activities across agriculture, sports, culture, tourism, commerce and wellness, ensuring that policies promoting cultural and tourism consumption directly benefit the public," said Ma Li, deputy director of Qinghai Provincial Department of Culture and Tourism.

The province will also offer 20 million yuan in tourism vouchers for tickets, accommodation, tour packages, and transportation.